Cannes Lions

FOCUS: LIFE GEAR BY TRIDENT

PARTY, Tokyo / MONDELEZ INTERNATIONAL / 2014

Case Film
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Overview

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Credits

Overview

Execution

We began to imagine what a distraction-free lifestyle would look like. What would the future hold for people who wanted to put technology in its place and focus on real life?

So we created “Focus: Life Gear by Trident” – a fashion concept that disconnects you from mobile interruptions and social media distractions while wearing it.

The unique Life Gear is created out of radio frequency shielding fabric, which blocks all cellular phone and internet signals when placed inside the pockets allowing people to be disconnected from unnecessary distractions.

In a unique collaboration with Anrealage – a prominent Japanese Fashion House, who counts Lady Gaga amongst fans – we created 12 garments in this conceptual fashion line.

Outcome

The Focus: Life Gear by Trident fashion concept, exhibit and idea of a distraction-free lifestyle captured the attention of Toronto media and Torontonians themselves.

The pop-up exhibit received incredibly positive accolades from key trendsetters and media including Business News Network, Canadian Reviewer, NOW Toronto and Mobile Syrup. The 10-day exhibit garnered over one million impressions and was visited not only by fashion, tech, culture and trend media and bloggers, but hundreds of Torontonians, as well.

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